5

Creating Customer Value,

Satisfaction,
and Loyalty

Marketing Management, 13th ed

 Chapter Questions
What are customer value, satisfaction, and
loyalty, and how can companies deliver them?
What is the lifetime value of customers?
How can companies cultivate strong customer
relationships?
How can companies both attract and retain
customers?
What is database marketing?

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-2

 What is Customer Perceived Value?

Customer perceived value is the

difference between the prospective
customers evaluation of all the benefits
and all the costs of an offering and the
perceived alternatives.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-3

 Figure 5.2 Determinants of
Customer Perceived Value

Total customer benefit Total customer cost

Product benefit Monetary cost

Services benefit Time cost

Personal benefit Energy cost

Image benefit Psychological cost

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-4

 Steps in a Customer Value Analysis

Identify major attributes and benefits

that customers value
Assess the qualitative importance of
different attributes and benefits
Assess the companys and competitors
performances on the different customer
values against rated importance
Examine ratings of specific segments
Monitor customer values over time

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-5

 What is Loyalty?

Loyalty is a deeply held commitment to

re-buy or re-patronize a preferred
product or service in the future despite
situational influences and marketing
efforts having the potential to cause
switching behavior.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-6

 Top Brands in Customer Loyalty

Avis Lands End

Google Coors
L.L. Bean Hyatt
Samsung (mobile Marriott
phones) Verizon
Yahoo! KeySpan Energy
Canon (office Miller Genuine Draft
copiers) Amazon

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-7

 Measuring Satisfaction

Periodic surveys
Customer loss rate
Mystery shoppers
Monitor competitive performance

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-8

 What is Quality?

Quality is the totality of features and

characteristics of a product or
service that bear on its
ability to satisfy
stated or implied needs.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-9

 Maximizing Customer Lifetime Value

Customer profitability
Customer equity
Lifetime value

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-10

 Estimating Lifetime Value

Annual customer revenue: $500

Average number of loyal years: 20
Company profit margin: 10
Customer lifetime value: $1000

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-11

 CRM optional

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-12

 What is Customer Relationship
Management?

CRM is the process of carefully

managing detailed information about
individual customers and all customer
touchpoints to maximize
customer loyalty.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-13

 Framework for CRM

Identify prospects and customers

Differentiate customers by needs and
value to company
Interact to improve knowledge
Customize for each customer

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-14

 CRM Strategies

Reduce the rate of defection

Increase longevity
Enhance share of wallet
Terminate low-profit customers
Focus more effort on high-profit
customers

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-15

 Customer Retention

Acquisition of customers can cost 5 times

more than retaining current customers.
The average customer loses 10% of its
customers each year.
A 5% reduction to the customer defection
rate can increase profits by 25% to 85%.
The customer profit rate increases over the
life of a retained customer.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-16

 Steps for Creating
Customer Evangelists
Customer plus-delta
Napsterize your knowledge
Build the buzz
Create community
Make bite-size chunks
Create a cause

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-17

 Database Key Concepts

Customer Business
database database
Database Data warehouse
marketing Data mining
Mailing list

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-18

 Using the Database

To identify prospects
To target offers
To deepen loyalty
To reactivate customers
To avoid mistakes

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-19

 Dont Build a Database When

The product is a once-in-a-lifetime

purchase
Customers do not show loyalty
The unit sale is very small
The cost of gathering information is too
high

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-20

 Perils of CRM

Implementing CRM before creating a

customer strategy
Rolling out CRM before changing the
organization to match
Assuming more CRM technology is
better
Stalking, not wooing, customers

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 5-21